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Biore

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A Kao skincare and personal-care brand built around accessible cleansing, skin protection, and everyday comfort.

Last updated October 2, 2026

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Overview

Biore is a Japanese skincare and personal-care brand owned and operated by Kao Corporation. It was introduced in 1980 with a facial cleansing foam designed to offer a gentler alternative to the bar soap that dominated Japanese face-washing habits at the time. The product helped popularize paste-type facial cleansers and was particularly accepted by younger consumers who washed frequently in response to concerns about acne and excess oil. Biore’s early proposition combined effective cleansing with a less tight or dry after-feel, establishing the practical, mass-market orientation that has remained central to the brand. The brand subsequently expanded from facial cleansing into adjacent routines. Its portfolio has included facial washes, cleansing products, pore-care products, basic skincare, makeup-removal products, facial sheets, body cleansers, hand soaps, men’s skincare, and ultraviolet protection. Sub-lines include Biore u for body cleansing and hand hygiene, Biore UV for sunscreen and sun-care products, Men’s Biore, Biore Zero, Biore Kirei and related hygiene products, and Biore The Face foam cleansers. Product development has generally focused on reducing friction and simplifying routines: ready-made foam, rinse-off makeup removal in the bath, wipe-off cleansing for people who want to go to bed quickly, water-light sunscreen textures, and body products intended to be used with the hands rather than abrasive tools. Several innovations became important turning points. Biore u, introduced in 1984, helped make liquid whole-body cleansing more familiar in Japanese households. The brand entered makeup removal with cleansing wash in 1988 and later developed products such as Clear Gel, wipe-off cotton, and Perfect Oil to address changing cosmetics and bathing habits. Pore strips launched in 1996, while wipe-off makeup remover followed in 1997. In 1999, Kao introduced a weakly acidic Biore facial cleanser after repeated reformulation work aimed at combining skin-compatible acidity with satisfactory lather. The 2000s brought foaming hand soap and further men’s skincare development. Biore UV Aqua Rich, introduced in 2010, positioned sunscreen as a light, convenient product for everyday outdoor use rather than only for special occasions. Bioré u The Body, launched in 2019, extended the brand’s low-friction cleansing philosophy to a richer, hand-applied body-wash format. Biore’s positioning is functional, affordable, and broadly inclusive rather than prestige-oriented. Kao’s skin research and manufacturing capabilities support claims around cleansing, comfort, convenience, and protection, while the portfolio is segmented by skin concern, age, gender, use occasion, and format. The brand has also increasingly framed skin as a point of connection between people and society through the platform “Skin is Human Interface.” Its communications combine television, digital media, creator activity, social campaigns, retail promotions, and collaborations with entertainment properties. A notable recent focus has been sunscreen education and outdoor activity through the SUN & SMILES ACTION initiative, begun in 2021. Biore is sold in Japan and a wide range of overseas markets, although individual products and brand architecture differ by country. Kao describes the brand as operating in approximately 66 countries and regions. In Japan, its categories include facial cleansing, makeup removal, pore care, basic skincare, UV protection, body cleansing, hand hygiene, sheets, and men’s products. The brand reached its 45th anniversary in 2025 and received the Gold award, the highest level, at the Japan Branding Awards 2024. Biore remains an active Kao brand with a large mass-market presence and continuing product, packaging, digital, and partnership activity.

History

Biore began in Japan in 1980 after approximately seven years of development. Kao sought to create a facial cleanser that could remove dirt while producing less of the tight, uncomfortable after-feel associated with some existing products. At the time, bar soap was the prevailing face-washing format. Biore’s paste cleanser proposed a new daily habit and gained traction among younger consumers, including people who washed repeatedly because of concerns about acne and sebum. The brand’s expansion followed changes in household routines and beauty behavior. In 1984, Kao introduced Biore u, a whole-body cleansing product that helped normalize liquid body wash in a market where soap was common. Cleansing wash arrived in 1988, offering a simplified approach to removing makeup without the customary separate face-washing step. In 1992, Biore’s Clear Gel helped make rinse-off makeup removal in the bathroom more practical by combining technologies suited to both oily cosmetics and water. Wipe-off cotton, introduced in 1997, addressed the needs of busy consumers seeking a quick way to remove makeup before sleeping. Biore continued to refine its core cleansing proposition. After eleven improvements to the original facial cleanser, Kao launched a weakly acidic version in 1999. The development challenge was to maintain good foam and use feel while matching the mildly acidic condition associated with skin. The brand also developed pore strips, introduced in 1996 after extensive work on adhesive technology and shapes suited to different noses. In 2003, Perfect Oil responded to the spread of long-wearing eye makeup and the demand for an oil cleanser usable in the bath. A medicated foaming hand soap followed in 2004 as hand-hygiene awareness increased. The portfolio broadened further into men’s skincare, cleansing sheets, and sun care. Men’s Biore facial cleanser was introduced in 1995 for consumers seeking lower-perceived burden with effective removal of excess oil. Biore UV Aqua Rich, launched in 2010, emphasized a light, water-like feel intended to encourage routine sunscreen use. Body-care innovation continued with Bioré u The Body in 2019, a format designed to be applied with the hands and to reduce the need for scrubbing tools. The wider Biore architecture now covers facial cleansing, makeup removal, pore care, basic care, UV protection, body cleansing, hand care, sheets, and men’s products. From the 2010s onward, Biore’s marketing increasingly combined mass media with digital and social activity. Campaigns have used creators, user-generated content, retail incentives, entertainment collaborations, and branded social accounts. Kao’s SUN & SMILES ACTION, begun in 2021, connected sunscreen education and support for outdoor activity with the brand’s wider purpose. Biore’s current brand philosophy uses the phrase “Skin is Human Interface,” presenting skin as a medium through which people connect with one another and with society. Kao states that Biore is available in approximately 66 countries and regions, with local products and positioning varying by market. The brand marked its 45th anniversary in 2025. Its continuing development reflects a consistent strategy: start with a common skin or hygiene problem, make the routine easier, and offer a dependable mass-market product supported by Kao’s research and manufacturing infrastructure.

  • 2025

    Biore marks its 45th anniversary

    [3]

    Kao’s Biore materials highlighted the brand’s 45 years of proposing skincare and cleansing habits.

  • 2025

    Japan Branding Awards Gold

    [4]

    Biore received the Gold award, the highest level, at the Japan Branding Awards 2024, announced by Kao in January 2025.

  • 2021

    SUN & SMILES ACTION begins

    [4]

    Kao began an initiative linking Biore UV with sunscreen education and support for active outdoor lifestyles.

  • 2019

    Bioré u The Body launches

    [2]

    The Body extended Biore’s low-friction cleansing approach with a hand-applied body wash designed for gentle washing without a separate scrubbing tool.

  • 2010

    Biore UV Aqua Rich launches

    [2]

    The Aqua Rich line presented sunscreen with a light texture intended to make everyday UV protection easier to adopt.

  • 2004

    Medicated foaming hand soap expands hygiene products

    [2]

    Biore u medicated foaming hand soap joined the portfolio as demand for convenient hand-cleaning formats increased.

  • 2003

    Perfect Oil addresses waterproof makeup and bath use

    [2]

    Biore introduced an oil cleanser intended to work when the user’s hands or face were wet in the bath or shower.

  • 1999

    Weakly acidic facial cleanser introduced

    [2]

    After repeated reformulation, Kao launched a weakly acidic Biore cleanser designed to combine skin-compatible acidity with satisfactory foaming.

  • 1997

    Wipe-off makeup remover launches

    [2]

    Biore introduced makeup-remover cotton sheets for consumers seeking a fast, everyday alternative to more involved cleansing routines.

  • 1996

    Pore strips launch

    [2]

    Biore introduced adhesive pore strips designed to capture and remove visible pore impurities.

Products and positioning

Accessible, research-led everyday skincare and hygiene that combines effective cleansing or protection with convenience and a lower-friction feel.

  • Facial cleansing · 1980

    Biore facial cleansers

    The original Biore category includes paste, foam, and specialized facial cleansers. The range is built around removing sebum and impurities while seeking a comfortable after-feel. Later formats include pump-dispensed foams and products addressing pore concerns, convenience, or moisturizing needs.

  • Facial cleansing

    Biore The Face foam facial cleanser

    The Face is a modern foam-cleansing line emphasizing dense, ready-to-use foam so consumers can cleanse without spending time creating lather. The range includes variants aimed at different concerns, including smoothness, moisture, and pore care.

  • Makeup removal · 1988

    Biore makeup removers

    Biore makeup removers include wash-off, gel, oil, and wipe formats. They were developed around practical situations such as bathing, waterproof or long-wearing cosmetics, and late-night cleansing when consumers want to shorten the routine.

  • Pore care · 1996

    Biore pore strips

    Biore pore strips use an adhesive sheet format designed to capture and remove visible impurities from the nose area. The concept addressed consumers concerned about pore appearance and became one of the brand’s recognizable specialized offerings.

  • Sun care · 2010

    Biore UV Aqua Rich

    Biore UV Aqua Rich is a sunscreen line positioned around a light, fluid or water-like application feel. Its communication encourages routine use for commuting, leisure, and other everyday outdoor exposure, and the line has become a major growth platform for Biore.

  • Body cleansing and hand care · 1984

    Biore u

    Biore u is the family-oriented body-care and hygiene branch of the brand. It includes body washes, foaming products, hand soaps, and cleansing sheets, with communication often focused on easy use and suitability for shared household routines.

  • Body wash · 2019

    Bioré u The Body

    The Body is a body-wash format developed for hand application and reduced rubbing. It responds to concerns about dry or rough-feeling skin and extends Biore’s broader effort to make cleansing both effective and less physically demanding.

  • Men’s skincare · 1995

    Men’s Biore

    Men’s Biore addresses facial cleansing and related care for male consumers, including the desire to remove excess sebum without an overly burdensome routine. The line reflects Biore’s segmentation by consumer need and use occasion.

  • Cleansing sheets · 1997

    Biore cleansing and makeup-removal sheets

    Sheet products provide portable cleansing for travel, commuting, outdoor activities, and quick refreshment. The portfolio includes makeup-removal sheets and facial or body sheets designed for situations where a conventional wash is inconvenient.

Marketing campaigns

  • 2026Biore Active! Absolute Invincible Smile with NIJISANJI HEROES

    Japan

    Kao announced a campaign with NIJISANJI and NIJISANJI EN HEROES. The planned activity combined in-store gifts for qualifying face-care purchases, receipt-based prize entry, and an X posting campaign running through participating Japanese retail groups.

    Outcome. The campaign was designed to associate face care with active daily life, social connection, and entertainment fandom.

    Source
  • 2025Biore × Ensemble Stars!!

    Japan

    The collaboration invited consumers to purchase at least two eligible Biore products, photograph the receipt, and enter a sweepstakes. Prizes included Ensemble Stars!!-related live-event opportunities and travel-value rewards, alongside a social-media activity.

    Outcome. The campaign used purchase incentives and fandom participation to drive retail engagement during the promotional period.

    Source
  • 2023Biore UV Instagram promotion

    Japan

    Biore UV used creator collaborations, user-generated content, and Instagram advertising informed by analysis of feed and Stories behavior. The campaign focused on showing sunscreen in everyday outdoor situations and improving the connection between product information and purchase.

    Outcome. The published case study reported 3.9 times more product-related conversation and 19 times higher reported purchase behavior among advertising-exposed users than among non-exposed users.

    Source
  • 2023Biore × INI: Be active today

    Japan

    Biore appointed the boy group INI as campaign ambassadors for a promotion encouraging consumers to be active with Biore products. The activity was announced through Biore’s official social channels and linked to a broader spring campaign.

    Outcome. The campaign expanded Biore’s entertainment and social-media approach among younger audiences.

    Source
  • 2021SUN & SMILES ACTION

    Japan

    Kao began a broader Biore initiative involving sunscreen education in nurseries and support for outdoor sports and active lifestyles. The program connected UV protection with the idea of enjoying time in the sun.

    Outcome. Kao described the initiative as part of Biore’s brand-purpose and UV-growth strategy.

    Source
  • 2019Biore u × a.v.v collaboration

    Japan

    Biore u collaborated with fashion brand a.v.v around a limited seasonal body-wash and cleansing-sheet promotion. The activity included an online purchase promotion and a Twitter giveaway featuring a multi-product set.

    Outcome. The promotion used limited packaging or coordinated products and a social giveaway to connect family body care with seasonal fashion shopping.

    Source

Brand decisions

  • 2025

    Strengthen the skin-as-connection brand platformStrategy

    Background

    Biore sought to connect its product history with a broader social and emotional meaning for skin care.

    Action taken

    Kao developed the “Skin is Human Interface” platform and anniversary communications around connection through skin.

    Aftermath

    The platform supported brand storytelling, social action, and the 45th-anniversary communications.

    Source

  • 2021

    Link UV care with outdoor activityStrategy

    Background

    Kao wanted Biore UV to support more active lifestyles while improving awareness of sunscreen use.

    Action taken

    Kao launched SUN & SMILES ACTION, including educational and outdoor-sports-related activities.

    Aftermath

    The initiative became part of Biore’s broader purpose and sun-care growth narrative.

    Source

  • 2010

    Build everyday sun protection with Aqua RichProduct launch

    Background

    Kao identified an opportunity to make sunscreen more convenient and comfortable for routine use.

    Action taken

    Biore launched the UV Aqua Rich line with a lightweight texture and everyday-use positioning.

    Aftermath

    Biore UV became a major brand platform and later received extensive digital, creator, and outdoor-lifestyle support.

    Source

  • 1999

    Move the facial cleanser to a weakly acidic formulationProduct launch

    Background

    Kao sought to create a cleanser closer to the mildly acidic condition associated with skin while preserving foam and user satisfaction.

    Action taken

    After repeated reformulation, Kao introduced weakly acidic Biore facial cleanser.

    Aftermath

    The change strengthened Biore’s communication around skin compatibility and gentle cleansing.

    Source

  • 1980

    Introduce a paste-type facial cleanserProduct launch

    Background

    Bar soap was the dominant face-washing format, while consumers wanted effective cleaning without an uncomfortable tight feeling.

    Action taken

    Kao launched Biore facial cleansing foam after a long development program, proposing paste-based daily face washing.

    Aftermath

    The product helped establish Biore and contributed to the wider adoption of dedicated facial cleansers in Japan.

    Source

Recent events

  • 2026

    Biore announces a NIJISANJI and NIJISANJI EN HEROES campaign[8]

    Campaign

    Kao announced a retail, receipt-entry, and X social campaign for eligible Biore face-care purchases, developed with NIJISANJI and NIJISANJI EN HEROES.

  • 2025

    Biore receives Gold at the Japan Branding Awards 2024[4]

    Other

    Kao reported that Biore received the Gold award, the highest award level, recognizing the brand’s long-term development of skincare habits, international expansion, and branding work.

  • 2025

    Biore launches an Ensemble Stars!! collaboration campaign[7]

    Campaign

    A retail and social promotion linked purchases of eligible Biore products with a sweepstakes featuring Ensemble Stars!!-related prizes and promotional content.

  • 2023

    Biore UV social advertising case highlights Instagram engagement[5]

    Campaign

    A Marketing Native case study described creator collaborations, user-generated content, and Instagram advertising used to increase conversation and reported purchase behavior for Biore UV.

Sources9 sources

  1. 1Biore official websitekao.co.jp
  2. 2Biore history: product and innovation timelinekao.co.jp
  3. 3Biore brand purpose and Skin is Human Interfacekao.co.jp
  4. 4Kao: Biore receives Gold at Japan Branding Awards 2024kao.com
  5. 5Marketing Native: Biore UV Instagram advertising casemarketingnative.jp
  6. 6Biore × a.v.v collaboration campaignavv-web.com
  7. 7Biore × Ensemble Stars!! campaigncollabo-cafe.com
  8. 8NIJISANJI and NIJISANJI EN HEROES Biore campaign announcementprtimes.jp
  9. 9Biore × INI: Be active todayx.com

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